5 trends driving coffee sales

Consumers are still crazy about coffee, but they’re not always sipping the same cup of joe. Caffeine fans are increasingly grabbing a cold brew or iced coffee, according to Technomic Ignite Menu Data. These chilled drinks are overtaking specialty hot coffees, such as lattes. And characteristics including freshness, sustainability and bean origin are affecting coffee preferences. Here are five trends brewing around coffee consumption.

Sweet, frothy coffee drinks sprinkled with glitter may get a lot of Instagram attention, but they don’t appeal to the dedicated coffee drinker. Simple coffee beverages are trending at leading restaurants, with cold brew up by 36% year over year and fresh-brewed hot coffee still leading in consumption.

Younger consumers are boosting the popularity of cold brew and iced coffee. Technomic’s Beverage Consumer Trend Report reveals that iced blended coffee, iced cappuccino and iced lattes are more likely to be purchased by 18- to 34-year-olds than by older consumers. And they are ordering them more often as snacks, stopping by a coffee cafe for a midmorning or midafternoon break.

Lattes have gotten a lot of buzz, but lesser known European-style coffees are growing in popularity. Cafe au Lait is up 6% and Americano is up 4% on menus.

Coffee menus are showing a surge in ethnic flavors and spices. Both cardamom and German chocolate have increased 100% year over year as coffee flavors. Maple is up 75% and coconut is slowly infusing the coffee cup at 5% growth.

While more exotic flavors are trending upward, familiar ones are holding their own. Vanilla dominates, with 52% of consumers showing a preference for that coffee flavor. Caramel is close behind at 48%, followed by hazelnut (41%) and mocha (37%).

Technomic Ignite Menu Data offers access to menus at approximately 1,500 U.S. restaurants. Technomic’s Beverage Consumer Trend Report provides information and searchable online tools to help you understand how consumers are shifting their beverage preferences and consumption habits. These products are available for purchase at Technomic.com.